POS & MERCHANDISING
HOW DIY STORES CAN SEND A
As in-store communications become more sophisticated, DIY retailers should be poised to rise above the competition to engage with their customers and drive sales, argues CJ Retail Solutions founder and MD Chris Langford.
F
or DIY retailers, the large-store format has proved to be a successful
for decades,
model even
if B&Q has recently diversified with its
first high street outlet. These out- of-town locations provide plenty of space for a warehouse-style building for the products on offer, along with parking so that customers can easily load bulky purchases.
the same time, if details about offers and new products aren’t clearly communicated to regular customers and tradespeople, they may simply purchase the same items every time without ever exploring what else is on offer.
It is easy to see how this can be damaging to both sales and the brand reputation. More and more, DIY retailers have to compete with online stores on price – but convenience is an important factor
“Given how competitive the marketplace is, DIY stores must work hard to ensure they stand out – and it starts with high levels of engagement on the shop floor”
Certainly, if the recent opening of the UK’s first Bunnings Warehouse in St. Albans is anything to go by, this format is still seen as viable option. Unlike Homebase, which Australian-based Bunnings bought last year, its focus is very much on bulk selling of functional hardware, rather than crossing over into the lifestyle market with soft furnishings and homeware. But there is a danger that consumers will feel overwhelmed by the choice available to them. While a large building can accommodate myriad products, it does not mean anything if people are unable to find what they are looking for. In some cases, they may not even know what they want and, if they can’t find a member of staff to ask, they could leave empty handed. At
12 DIY WEEK 14 APRIL 2017
too. People with little free time do not want to spend hours trawling a huge shop at the weekend when they can research and buy goods from the comfort of their own home. Given how competitive the
marketplace is, DIY stores must work hard to ensure they stand out – and it starts with high levels of engagement on the shop floor. Every visit should be worthwhile and offer value, both for the customer who can finally get that long-awaited job done, and the retailer who generates a sale.
Get creative with digital This is where creative in-store communications come in. With the traditional warehouse design dominating the industry, there is a real opportunity for retailers to
stand out if they take advantage of new retail design technology. Informing people
what is
available, where products can be found and enticing them with special offers are paramount and can be achieved through dynamic point-of-sale displays (POS), merchandising, digital signage and pop-up stands. Many retailers are now seeing the benefits of digital POS displays and the DIY sector is no exception. Bridging the gap between the online and offline world, it can include touch screen devices around the store allowing people to view and buy additional products in the range. Alongside this, digital POS systems allow messaging around products to be pushed to a customer’s mobile phone and could influence their decision, particularly if they are comparing products to others seen online. More generally, digital displays can be used to communicate wider campaign messages, special offers or even demonstrations of how a product works. Seasonality is a key driver in purchasing decisions so in-store communications must reflect
that. Over the course of
the year, short pre-programmed messages might be rolled out across different stores, covering everything from discounted Christmas trees to how to install a barbecue.
An additional benefit of digital technology in a store is that, at the same time as looking exciting and engaging to customers, it can also be used to communicate vital messages like promotions and health and safety advice. For the customer, finding the right
tools for the job is the top priority so retailers should pay attention to way-finding throughout the store.
Get in the zone
Clearly defined departments direct people quickly to what they need, without having to ask a member of staff or getting frustrated that they can’t find what they are looking for. Areas can be zoned, for example around gardening or bedrooms, with pop-up stands, vinyl floor stickers or banners to direct people. DIY
underestimate the power of effective POS displays drawing customers
retailers should never from
to specific
brands or product types. When someone enters the store, they want to be able to view, for instance, a full range of paint colours or floor tiles quickly. There is also an expectation that these products will be available to buy on the day – and if a retailer fails to deliver, they compromise their brand equity and sales. It should be remembered that displays must be supported by the ‘nuts and bolts’ of store design, including shelf-edge labeling with clear details on products and pricing as well as fixtures that allow people to navigate the shop floor and access products. If DIY stores are to attract new customers and grow their share of the market, they must look at the entire retail experience. Consider how a store looks to someone who has just walked through the door and think about the journey they will take from there. Investment in retail display systems help to engage them from the start and ensure a smooth path to purchase.
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CLEAR MESSAGE TO CUSTOMERS
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